The SmallWorlders intranet engagement formula. How it works and how to apply it to improve your intranet strategy

1. MEASURING INTRANET
ENGAGEMENT

2. ANALYSE
Engagement
analysis &
benchmarking
OPTIMISE
Optimising the
performance of the
intranet
BUILD
Building the
intranet
What we do

3. Who we do it for

4. We do it well

5. BACKGROUND

6. The Completeness Problem
The Overview Problem
The Comparison Problem

7. Consider a hypothetical fully engaged
intranet. How would it look?
100% of userbase
visit the site every day
view 10 pages every day
perform each possible form of
interaction once per visit

8. INTRANET
ENGAGEMENT MODEL

9. Interest
100% of userbase
visit the site every day
view 10 pages every day
(visitor quantity)
(visit frequency)
(visit depth)
Activity
perform each possible form of
interaction once per visit

10. ENGAGEMENT =
Interest x Activity

11. VISUALISING
ENGAGEMENT

12. 1 like = 1 download =
ZERO
ENGAGEMENT
PARTIAL
ENGAGEMENT
FULL
ENGAGEMENT
1 search =
1 comment =
etc.

13. VISUALISING
INTEREST

14. Interest
100% of userbase
visit the site every day
view 10 pages every day
(visitor quantity)
(visit frequency)
(visit depth)

15. Interest
visitor quantity
visit frequency
visit depth

16. Partial Interest
50% 50%
50%
Interest =
12.5%
( 50% x 50% x 50% )

17. VISUALISING
ACTIVITY

18. Activity
perform each possible form of
interaction once per visit

19. perform each possible form of
interaction once per visit
100% ACTIVITY

20. If each visitor performed half the number of
possible interactions on each visit.
ACTIVITY = 50%

21. Interest = 12.5%
Activity = 50%
ENGAGEMENT =
6.25%

22. ENGAGEMENT = 6.25%
(compared to the total potential of the site)
Interest
Activity
100%
Engagement

23. TO SUMMARISE

25. 1. External Benchmarking
2: Internal Diagnosis

26. 1. External Benchmarking
2: Internal Diagnosis

30. Size
XS (1-100), S (101-150), M (501-1000), L (1001-10000), XL (+10000)
Type of site
N (Content/News/Comms), C (Collaborative), T (Transactional), O (Other)
Types of interactions available
Number of Passive types - Number of Active types - Number of Advocative types
(e.g. 3-5-3)

32. 1. External Benchmarking
2: Internal Diagnosis

33. COMMUNITY
Get everyone interacting, sharing ideas and successes, and
networking with colleagues across the Group.
INFORMATION
Make sure everyone has access to information that will help them do
their job better, including research reports and data on the Group’s
customer base and market landscape.
INSPIRATION
Give people a glimpse of future possibilities, through reports on new
marketing innovations and emerging trends.

34. content
Social

37. Misconception of the goal of the site
The site is social and
nothing else

38. content
Social

39. Content

40. Re-launch
August 2013

42. Oct/Nov
2012
Dec 2012 May 2013 Aug 2013
Jan 2013

43. Finally